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Article: POWER PLAYS.(Clairol Inc's Herbal Essences, Eve Reid hair accessories, John Frieda Professional Hair Care Products)
- Article from:
- WWD
- Article date:
- December 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK -- Being the number one brand in dollar sales is overrated -- at least to companies with brands that rank lower on the scale.
But what some brands lack in dollar figures, they make up for in the unique hold they have on consumers. For Clairol's Herbal Essences brand it means having captured a nation's obsession -- twice -- with an exciting herbal hair washing experience. For Eve Reid, an accessories brand, it means taking ponytail holders and hair bun pins to a new fashion level. And for John Freida's Frizz Ease, it means giving many women something they weren't born with: straight hair.
So despite not tallying up numbers that catapult ...